"Once again, we are the global market leader," said a beaming Giovanna Vitelli, welcoming the guests in the shadow of a new 47-metre building in a shipyard hall, half of which had been converted into an auditorium. The date was well chosen, with the Viareggio Carnival providing the backdrop for the evening's supporting programme with a parade of giant floats.
"Benetti is changing"
The central message of the conference was "Benetti is changing", partly based on discussions with conference participants in previous years. From the processes in the shipyards to communication with customers, design and a newly established service department that is to bundle all after-sales activities.
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Head of Sales Daniela Petrozzi summarised the reason for the changes: "Buyers have changed in recent years." The shipyard must therefore provide the right answers to the changing demand of a new generation of owners and place the customer at the centre of all measures more than ever before.
A yacht as a retreat
These often very young self-made entrepreneurs come to the initial meeting well informed and with clear expectations after conducting their own thorough preliminary research. Modern technology, digitalisation and reliable functionality are a matter of course for them. They are looking for a yacht less as a status symbol and more as a retreat and living space for the family.
A changed understanding of design includes sustainability, flexible use of space and a strict orientation towards the owner's lifestyle. For Benetti, the product is therefore no longer just the yacht itself, but a coherent system of experiences and services that greatly simplifies the crew and owner experience and shifts the complexity to the shipyard.
Putting buyers at the centre
Putting the buyer and their expectations at the centre means, above all, continuously gathering knowledge about their dreams and needs. "Innovation starts with listening," says Daniela Petrozzi. "The dialogue with owners, captains and crews is a strategic lever for excellence in the production and service of our yachts," added Massimiliano Casoni, General Manager of Benetti. "It has helped to strengthen the relationship of trust and translate it into concrete measures."
Example: the Motopanfilo 45M
As if to confirm this, the shipyard had already given the guests present a glimpse of the half-finished build number one of the Motopanfilo 45M in Viareggio in the morning. As the first model with the new "veranda deck", which merges the interior and exterior areas, it provides a new answer to the desire for flexible space concepts.
The deeply glazed saloon, which extends across the entire width, opens up on three sides and connects seamlessly to the beach club with infinity pool. The deck covering that extends into the saloon reinforces this impression. The continuous, veranda-like roof overhang to the aft gives the boat its name. A foretaste of the presentation of new products by product manager Sebastiano Vida, who announced four innovative yacht models for 2026.
Entire product range is being renewed
According to Massimiliano Casoni, Benetti intends to modernise the entire product range over the next two years. However, the reorganisation of the production processes has already been implemented. The former automotive manager has channelled his experience into this and established clear standards. From the conclusion of the contract and delivery to the processes in the event of a warranty claim.
To the applause of the assembled superyacht professionals, Casoni presented examples of standardised project schedules with predefined steps and milestones. There are now also clearly defined processes for implementing the owner's change requests during the construction phase. A digitalised workflow with real-time status recording, ongoing monitoring on the property in the hall and monthly reports increases planning reliability and reduces production times.
Following the example of the automotive industry, uniform standards for material storage and handling, energy supply, availability of goods and safety have been introduced at the shipyard. A modern paint centre has been created between two halls.
More service and warranty benefits
The shipyard's owner-centred reorientation includes almost more than the actual yacht building, the range of services and warranties that have grown in recent decades. In response to the owners' desire for carefree cruising, the shipyard group founded a new division in January: "The Azimut-Benetti Service Division is the further development of our service approach," said Casoni. "Designed to accompany our customers throughout the entire life cycle of their yacht, preserving its value and guaranteeing real peace of mind."
The three strategic pillars of the new offering are technical services, fleet management and a "lifestyle ecosystem". The shipyard offers management services including personalised maintenance plans, optional warranty extensions of up to five years and worldwide support. Digital networking and remote monitoring of the systems enable early detection of problems and rapid, preventive intervention worldwide.
The new "Benetti Service Network", which was also presented at the conference, will take care of this in future. Ten certified partner companies will provide technical assistance in the event of maintenance or warranty claims at over 16 bases around the world. These service centres work according to strict, uniform standards under the coordination of the shipyard.
Crew Academy: Training for staff
Personnel services are another offer designed to relieve the burden on owners and captains: The Crew Academy, an excellence training programme for further development, is the first step. A crew recruitment and placement service is to follow later. The crew will be taught by Benetti engineers and technical partners and will work with the same systems as at their workplace on board.
The sister brands Yachtique and Lusben also presented new services at the conference: The shipyard group intends to turn Yachtique into an integrated competence centre for interior design consulting and implementation, from ready-to-use collections to furnishing elements from leading luxury brands. The offer promises continuity in the yacht's design concept and consistent quality, even in the event of a refit. The brand will open a studio in Livorno in 2027, followed by the redesign of the Azimut and Benetti design boutiques in Viareggio in 2028.
Hub for refits and rebuilds
As part of the expansion of the shipyard facilities, Lusben has grown into a leading hub for refits and rebuilds of yachts from 35 metres upwards. Between its own helipad and floating dock, land berths for yachts of up to 120 metres have been created in recent years. Lusben is also increasingly focusing on solutions beyond its core business, such as the digital integration of services via its own app or offers for crews who live at the shipyard: from hire cars to gym memberships.
Lusben has set itself the goal of becoming the preferred refit partner for large yacht projects. The current refit order for the 136-metre Lürssen "Flying Fox" brings the company a big step closer to its goal. Of course, the focus remains on working on the yachts from its own halls. After all, the maintenance and refit of a yacht at the place where it was built also builds on the trust of crews and owners.
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Jörg Müller-Dünow
Freier Autor
